Pro Teams Use Social Networking To Reach Younger Fans
Major pro sports teams are using social networking Web sites as "portals to expand their connection with their fans," and teams in "less prominent realms of pro sports have harnessed these sites to promote themselves to younger demographics not easily targeted in traditional advertisements," according to Mark Viera of the WASHINGTON POST. MLB later this year "expects to launch a Facebook application." The Redskins and Nationals do not advertise through social networks, and it is "uncertain how many other major professional sports teams have created Facebook or MySpace profiles because anyone can create his own, unofficial page for those teams." However, the Capitals and Wizards in the past few years have "started using such sites." The MLL DC Bayhawks have "largely relied on LateNightShots.com, a members-only -- and at times racy -- locally founded social network." Bayhawks fans "use the site to organize gatherings, before and after games, at bars in Georgetown." National Pro Fastpitch team DC Glory also uses a social networking site to reach fans, and for many teams, "outreach through online media often is their most successful method of advertising." The Bayhawks "typically draw 3,000 fans, about 250 of whom arrive through online party planning," while the Glory seat "about 100 additional fans because of coupons only offered via text message." However, for some franchises there is a "downside to the Internet's relative lawlessness." Fans in comment sections of the sites can "post vulgar or inappropriate messages." MLL S.F. Dragons Media Relations Coordinator Heidi Faith: "To me, (MySpace) wasn't professional enough for the image we want to present" (WASHINGTON POST, 7/15).
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